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Brands have been learning how to craft sales pitches, responses to customer concerns, and engaging content hooks in 140 characters or less in order to successfully reach their audience on Twitter. The severe length limit has forced brands to think outside of the box in terms of brand messaging, but what many forget to also think about branding on the platform itself. The Twitter bio is also extremely limited, allowing a maximum of 160 characters, and brands often just throw something up quickly when establishing the account an promptly forget about it. However, the Twitter bio is an important extension of the company’s branding for two big reasons:
1. Most users decided on whether or not to follow a user on Twitter based upon the account’s bio.
2. Bios are searchable, which means that it will turn up in search results for the brand name. Careful use of keywords in the bio can make a more effective impression on a searcher and help establish a brand.
So how do you make the most of your brand’s 160 characters? Some things to keep in mind:
1. Love the limit: Think of your Twitter bio as a micro-elevator pitch; focus on getting the big idea across as concisely as possible. If you see the medium as an opportunity and not a limitation, it will be easier to fit what you want to say into that little space.
2. Avoid the trite: Both personal and brand accounts underwent a trend on Twitter a few years back, in which the account bio was made up of a list of short phrases, usually industry buzzwords. Every social media professional’s account read something like “coffee addict, social media maven, entrepreneur extraordinaire”. Brand bios were no better (even our @inSegment bio fell victim to this trend!). The problem with these types of bios is that there are so many that are almost identical that it is nearly impossible to stand out from the crowd. Be more creative with your space.